Google's Next Move in O2O Measurement

What retailers need to know about Store Sales Direct

In a continued quest to attribute offline actions to online marketing, Google recently released Store Sales Direct, a product that helps advertisers see if their digital campaigns drove in-store purchases. eMarketer's Yory Wurmser spoke with Kishore Kanakamedala, Google's director of product management for offline and online measurement, about the types of advertisers taking advantage of the new tool and the most effective use cases.

eMarketer:

How does the Store Sales Direct product work?

Kishore Kanakamedala:

A direct advertiser with a loyalty program can import store transactions in an anonymized, industry-standard hashed format directly into AdWords. Google then measures in-store conversions from online ad campaigns and reports the findings in an aggregated and anonymized fashion. It essentially closes the loop.